El Popular


East Chicago & Valparaiso, IN.


Brand Strategy
Visual Identity
Print and Web Design
Copy Writing

Branding, Web

Since 1927 El Popular has become the oldest Mexican food product manufacturer in the United States; by providing authentic Mexican chorizo, mole, and chocolate to families for nearly a century. The company’s roots began in Monterrey, Mexico and through Vincente F. Garza’s journey to East Chicago, Indiana in 1925, he brought with him his family recipes which have made El Popular a successful leader in the Mexican food industry.

Fast forward nearly 100 years later and the historical brand is still standing strong, along with a new brand identity to pay homage to its roots and continue the company moving towards the next century. Influenced by El Popular’s rich history in both Mexico and East Chicago, the identity drew inspiration from old company packaging logos and textures, traditional recipes, family photos, vintage and industrial typefaces, cultural colors, and the premium quality invested into all of their delicious Mexican food products.

The client’s in-house marketing team manages the website.